After the resumption of work, how to create online marketing in 4 steps?

Based on the accumulation of Internet brand communication cases over the past years, we have made the following suggestions based on the basic data analysis of online communication. We hope that more companies can use online platforms to achieve brand promotion in special periods during the epidemic and better realize online brand marketing.

1. Adequate online exposure?

Only when more online users see you can you have the opportunity to achieve marketing conversion. Brand exposure is the most direct way of online promotion, so the most important thing is to design and plan the content that the company wants to express.

We define brand exposure as brand expression.

Just like people use images and language to let more people know you, so for brands, we must first know that during this special period of the epidemic, merchants cannot allow more consumers to experience in-store, so we interact with consumers through online communication.

The key point we mentioned is that during this period, users' dependence on the Internet has become the main body, and the huge amount of information has formed users' habit of quickly browsing and filtering content. The conclusion drawn from reading time is that users are more inclined to read Internet content with strong visual impact . We will not analyze the specific increase data of users in detail here.

We mainly tell companies through practical information how to promote their brands on the Internet better and more effectively.

first

What to expose? Visual image.

Make users want to see you at first sight, so we have to put a lot of effort into designing content. No matter what type of industry brand you are, you have to establish a visual impact point based on the user's potential needs, so that users can see you at the first time. If your visual is bland, then users will be directly filtered out, and we will not pass the first hurdle, and nothing we do afterwards will be of any use.

The next thing to talk about is the frequency of exposure . Once the created content has come out, it must be continuously published and updated to increase the frequency of exposure in front of users.

In this way, users who did not see our content the first time may pay attention to it the second time, which will enable us to better utilize the results of our previous work.

Often times we give up on the second attempt at communication because the first one was ineffective, and the initial cost investment and return are not proportional, so visual exposure should focus on frequency planning.

One way I can give you here is to carefully analyze the first round of data feedback to find out what we need to improve in exposure and what we need to spread again.

In fact, what we just talked about, exposure (visual expression), really requires is good content and channels. Next, let’s analyze the above two points based on the main line of exposure.

II. Activities and Contents

What attracts online users may be the simplest sentence or picture, but at least you can impress users only if you can impress yourself.

Brands interact with users through every online exposure, so the initial requirement for interaction is to have content that attracts users. We usually produce a lot of content and want to express it to customers in large quantities at one time to fully demonstrate our depth and richness of the activities.

In fact, my suggestion to everyone here is to do it step by step . We need to prepare an event online first. Sometimes the event involves brand participation, promotions, scene product experience, membership activities, etc. No matter what form it is, we may plan some interactive details accordingly, so that the brand can fly on the Internet longer and forward and spread more frequently.

But my suggestion here is to put the attractive part of the event at the beginning , and attract more seed users who are interested in us online. Then we can let different seed users play different roles through online tools and channels , and gradually improve our event details and rewards. This way, users can get closer and closer to us.

In fact, there is no good or bad event. Generally, the events that brands can plan are very active in the market. Online communication only changes the scene and tool platform.

We recommend that users focus on doing a good job on each activity and do not upload multiple activities online at the same time. This will confuse users about the brand and will be detrimental to our customer acquisition and promotion.

If we have multiple campaign plans, we recommend that clients implement a cyclical promotion plan to continuously strengthen the brand's online impression.

Next, let’s talk about what we are talking about specifically. Many companies often have many ideas about the content of their activities because they do not have professional talents or professional teams, but they gradually give up many of these ideas when it comes to the actual implementation stage.

In fact, with the richness of online media, Internet users are relatively concentrated. For example, many potential user groups are concentrated on short videos, WeChat, and information platforms, so we will naturally match the content of the event to these platforms. Generally speaking, some commonly used content is mainly: posters (pictures), soft articles, pictures and texts, short videos, audio, live broadcasts , etc. There are also some other small ones such as WeChat emoticons, VR and other brand content experiences. Therefore, our output of content for the event is roughly inseparable from these points. Then online we can make a unified landing page and publish it on various platforms to achieve full exposure of the event.

3. Platforms and channels

How to choose channels for online promotion? Channels are platforms that you or people around you often use. Spending money on them may not necessarily produce results, and not spending money on them may not necessarily mean no results. The most suitable one is the best.

Once the activity positioning and content are ready, we need to consider which platform to release it on. Here we divide it into two parts for analysis.

We simply call the first part the pre-part, which is mainly to effectively display the content of the event in front of users through the platform. The second part is particularly important, which we simply call the post-processing part. Why is it important? Because in the past, many clients of Guokr Communication’s services showed in their cases that they had done a good job in many of the previous links and steps, but problems arose during the landing process .

The so-called potential customers see the brand interactive content and want to participate, but cannot find the entrance. Even if they find the entrance, they cannot participate, causing a lot of our early efforts to be wasted.

The result was that the data response was very bad. The team thought that the brand influence was insufficient or the event was not adequately prepared. In fact, a large part of the reason was that the second part was not done well.

For a brand company, we have been talking about the concept of media matrix , but everyone may have come into contact with the real media matrix but have not actually used it.

In the past few years of the development of the Internet, we mainly used the "two micros and one end" WeChat, Weibo and PC official website. Now, there are Douyin and Kuaishou, and even audio and self-media platforms.

Therefore, I suggest that a brand should fully consider the characteristics of the industry and carefully analyze which industry user platforms are necessary to establish. At this time, we need to check and fill in the gaps to see if our company has any suitable platforms that have not been established, or any platforms that have been established but not fully utilized. Only in this way can we comprehensively sort out and utilize the channels for later activities.

Let me give you an example here. Fan Deng has been loved by users for many years, but you will find that no matter which platform or content you use, you can more or less see Fan Deng's content.

According to incomplete statistics, Fan Deng has more than 100 corporate accounts on Douyin, forming a media matrix with Douyin as the main platform. The total number of fans in Fan Deng's media matrix is ​​as high as more than 70 million. So when we promote brand activity content, we call it channels , and make good use of these platforms to showcase the brand. When it comes to on-site interaction or even transactions, we call it an enterprise platform, which enables users to fully understand and participate in us.

So what are the main platforms we recommend companies should establish?

The WeChat system includes personal accounts and corporate public platforms. The official corporate website can realize accurate online searches, Douyin and Kuaishou, where the content of the second module we talked about can be uploaded, and even the live broadcast and recorded broadcast formats can be continuously updated. For other advertising platforms, you can choose according to your actual situation.

I would like to tell you two extra things here. The concept of private domain traffic was mentioned most frequently in 2019, and many experts said that 2020 will be a paradise for private domain traffic. In fact, during the epidemic, everyone discovered a new problem, that is, the micro-business on our mobile phones has exploded on a large scale again.

In order to enable companies to better utilize WeChat for marketing and promotion, WeChat has accelerated the opening and testing of many functions of WeChat for Business, so what we will talk about next is more about private domain traffic, personal IP and community building.

Many automobile sales industries, real estate and education industries have a large number of sales personnel, and the private domain traffic we are talking about is the role of companies using tools such as WeChat to attract people and fans.

From the perspective of the company, every employee is a good private traffic point. We first leverage our internal strengths, which can not only elevate the company to the level of Internet marketing, but also enable each employee to make good use of their personal traffic platform to achieve marketing conversion and drive corporate traffic.

The same tools used are the WeChat personal circle of friends, Douyin, and Weibo platforms mentioned above. At the same time, the activity content mentioned above is continuously sent and disseminated to more potential users.

This is how we bring our past marketing models online and learn to make good use of Internet tools. Here is a management suggestion for everyone. You can use many third-party tools of WeChat for Enterprise to more effectively manage and improve the online marketing work of all employees and facilitate statistics and analysis.

We feel that community is a very effective tool. It can gather many interested users in groups to enjoy the benefits brought by the brand. The most direct thing is that many supermarkets and vegetable convenience stores have made full use of this during the epidemic.

In fact, it has been used relatively more in the field of education. Then, following the phased progressive promotion mentioned above, it is to use the community to achieve transaction conversion.

At the beginning, we triggered the brand through good event content + multi-faceted channels. In the end, users saw our brand and might land on our platform or become users of our private domain traffic. Then we will naturally achieve further transformation through community and point-to-point communication. Therefore, in community operations, we can also use community management tools to conveniently use community marketing. The community has relatively high requirements for managers, who should be able to implement activities and progressive marketing plans within the group through a lot of preset content.

Here I can give you an example of XueDa Education, which continuously launches new welfare products through activities at education marketing nodes, allowing more users to experience the benefits and effects brought by the local education brand. So every time an activity is sent through various channels, a good reflux mechanism is established , either entering our traffic number or entering our community.

Although it may seem like too much to have a community for every event, it is actually very necessary to differentiate communities for different event participants, so that we can better understand what the participants want. Let us provide more precise brand services.

Let me tell you again that it is not up to us to decide which channel is better. It is ultimately determined by data. We recommend that you bind some third-party customer service tools that can be effectively embedded in various channels. It can not only allow our corporate marketers to access feedback information in the first place, but also access data through the port to understand which channel has a large number of visits and a high conversion rate, so we must learn to analyze data and review .

4. Data and Review

In fact, the goal of our online brand promotion is to obtain user data and then study how to convert this data.

Before talking about the data, let me communicate with you what I have said above. Many companies prefer methods like live streaming that can produce immediate results and basically sell out all inventory in seconds, but most of the suggestions mentioned above are general industry ideas and thoughts.

There are also many conditions and reference standards for many products sold on the Internet, such as prices that are more acceptable to users, such as the prices of e-commerce shopping, so everyone can still quickly establish a transaction mechanism.

However, it is difficult to achieve quick transactions on the Internet for high-value products such as family cars, real estate, and financial management. Just like during the epidemic, many real estate companies implemented various interactions such as online house viewing and online house selection. In fact, the ultimate goal is to acquire customers.

In the past two days, Evergrande's 25% off promotion for properties across the country has become popular all over the country, becoming a star benchmark for many real estate companies during the difficult period of the epidemic. But if you look closely at the value behind the event, it is perfect in terms of cash flow, customer acquisition, and brand exposure. Therefore, our online promotion is not necessarily all for online transactions . In this way, we may know better which online methods are effective and which are ineffective in terms of expected results. Therefore, for large transactions, we still adopt the strategy of acquiring and retaining customers .

Of course, we can stimulate later transactions through small deposits, etc., so our concept of "data" is more prominent. We still need to strive for the highest customer acquisition rate on the Internet and achieve conversion step by step.

We can check the data in the backend of many platforms, and we can also connect to third-party products for statistical monitoring, which helps us thoroughly understand which links and channels of our promotional activities are effective, and then perform overall optimization through review to achieve the best results.

Finally, I hope that everyone can use Internet tools to help companies achieve online promotion and marketing, simplify the promotion process, and solve anticipated problems in a simple way.

The Internet is an open platform. Compared with traditional marketing, it has great advantages in data statistics and result dissemination probability. We hope to help more companies upgrade and optimize the + Internet model, reduce business operating risks during the epidemic, and create greater value for the brand!

The above content is all miscellaneous talks based on many years of experience. I hope to discuss and exchange ideas with more professionals. If there is anything inappropriate, please feel free to correct me.

Author:GOGR

Source: Guokr Elite Training Camp